The acclaimed NYU business professor's tour-de-force on the true nature of technology's titans, and what happens next in their struggle to dominate our lives.
Apple, Amazon, Google, and Facebook are in an unprecedented race towards a $1 trillion valuationand whoever gets there first will exert untold influence over our economy, public policy, and consumer behavior. How did these four become so successful? How high can they continue to rise? Does any other company stand a chance of competing?
To these questions and more, acclaimed NYU / Stern professor Scott Galloway brings bracing answers. In his highly provocative first book, he pulls back the curtain on exactly how Amazon, Apple, Facebook, and Google built their massive empires. While the media spins tales about superior products and designs, and the power of technological innovation, Galloway exposes the truth about these "Four Horsemen":
· None of these four are first movers technologically; they've either copied, stolen, or acquired their ideas.
· Each company uses evolutionary psychology to appeal to our basest instincts: Amazon, our need to hunt and gather; Apple, our need to procreate; Facebook, our need for love; and Google, our need for a God.
· These companies are uniquely successful at leveraging competitive advantage built by digital and then protected by analog moats, from an empire of retail stores (Apple) to the world's most efficient physical distribution network (Amazon.)
Through analysis that's both rigorous and entertaining, Galloway outlines the path for the next trillion-dollar company (the Fifth Horseman) and points to which companies are in the running. (Uber, sure; less obvious, Microsoft and Starbucks.) As with Peter Thiel's Zero to One, readers will come away with fresh, game-changing insights about what it takes to win in today's economy.
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About the Author
Scott Galloway is a Professor at NYU's Stern School of Business, where he teaches Brand Strategy and Digital Marketing. He is the founder of several firms including L2, Red Envelope, and Prophet. In 2012, he was named "One of the World's 50 Best Business School Professors" by Poets & Quants. He has served on the boards of Eddie Bauer, The New York Times Company, Gateway Computer, and Berkeley's Haas School of Business. This is his first book.
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Excerpted from "The Four"
Copyright © 2017 Scott Galloway.
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Table of Contents
Chapter 1 The Four: Who are these companies and why write about them? 1
Chapter 2 Amazon: How Amazon became the most disruptive firm in the largest economy 13
Chapter 3 Apple: Tech goes luxury 60
Chapter 4 Facebook: Love is key to longevity-and great advertising 90
Chapter 5 Google: Our modern-day god 124
Chapter 6 Lie to Me: The Four and funny business 152
Chapter 7 Business and the Body: All businesses appeal to one of three organs 163
Chapter 8 The T Algorithm: What it takes to get to a trillion 176
Chapter 9 The Fifth Horseman?: Who will be next? 195
Chapter 10 The Four and You: Follow your talent, not your passion 218
Chapter 11 Yes, and Now What?: Where are the Four taking us? 250
Illustration Credits 309
Most Helpful Customer Reviews
cheapest four: four arsmen from acropolis: dead valley civilisation: high tech priests of doom LIARS OF 70S HIPPIES ERA -STEVE JOBS, BILL GATES AND MORE. FACTS: any Smartphone brands are better and cheaper THAN IPHONE. but reports and evidence on truths about EMF radiation from constant use of RF wave cellular phones that all of use, are hidden by evil people in govt -USFDA etc. Secretly tracking the human brain activity: On goin today, secretly, scientists are tracking our brains effect due to cellular, cordless phones and maybe after 5 years they will then scam the whole world by saying some african/asian brands phone caused the brain cancer and only Apple iphones are good. This scam will explode on the 'air waves' on Foxnews, CNN about cell phone radiation etc...just like AIDs virus 'doctored' scam of 80s exploded and it was blamed on unsafe or risky habits. all lies. they killed that rock star Indian born freddie mercury of Queen and said he died of AIDS. All a fraud. He was most likely poisoned or faked just to promote AIDS virus vaccine, movies etc.. Otherwise if it is true all Cardinals of Vatican should have also died of AIDs. But these gay priest are healthier an comin' on stronger , still thriving. spreading their 'back door' action culture subtly via various retreats, colleges etc. Tracking human body exposure to radiation form digital products: how it s done: data then sold to big pharma. this is what they do now in US airports and other Asian airports like bangkok . The NSA does body scans so they track all our brain activity. cleverly disguised as 'for your protection' from hijackers. Apple ands Steve jobs are not innovators: apple inc was sued for stealing smartphone design. I am not sure if the prosecutors got compensated. steve jobs like bill gates is just a marketing creep. Do your own investigation. The most immoral barbarians like jobs are being promoted as techies. well, in india pimps from kolkata and other places are now in wallstreet as banker.s so why not American born scmbags like steve jobs. I think Jobs is not born American but adopted child born to a syrian mother.
Smart and insightful
Scott Galloway's insights into the impact of these four companies (Amazon, Apple, Google, and Facebook) gives us much to consider. Never has so much wealth and social impact been created by so few in such a short amount of time. Galloway takes some complex issues and boils them down into logical essays through his distinctive written style and his use of simple charts. I look forward to reading and learning more from this author.
Very insightful & interesting read. Learned and laughed